The document discusses strategies for developing an effective search strategy for a new category. It recommends aligning messaging through customer interviews, quantifying results with research, researching competitors, creating cornerstone pages to pioneer key phrases, amplifying search with other channels like content marketing, and analyzing traffic to identify top performing keywords and scale with paid search. The goal is to own the new category term through search engine optimization and paid search experimentation.
How to put together a search strategy for a new category
1. Putting together a
search strategy for a
new category
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2. What we’re going to cover
today and who it’s for
● What we mean by a new category
● Hypothesis-led research, JTBD and messaging
● Which channels to utilise
● Results we’ve seen so far
2
35. Key elements to walk away with before
using search for a new category
35
1. Align your value proposition and messaging
36. Key elements to walk away with before
using search for a new category
36
1. Align your value proposition and messaging
2. Quantify your results through surveys
and interviews
37. Key elements to walk away with before
using search for a new category
37
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there
aren’t any direct ones
38. Key elements to walk away with before
using search for a new category
38
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone
pages for search
39. Key elements to walk away with before
using search for a new category
39
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search
efforts
40. Key elements to walk away with before
using search for a new category
40
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to
what is working
41. Key elements to walk away with before
using search for a new category
41
1. Align your value proposition and messaging
2. Quantify your results through surveys and interviews
3. Do your competitor research, even if there aren’t any direct ones
4. Place some early bets through cornerstone pages for search
5. Utilise other channels to amplify your search efforts
6. Analyse incoming traffic and pay attention to what is working
7. Experiment with paid search using your
findings to scale lead-gen